When a Norwegian startup set out to expand its tool-tracking business beyond national borders, its founders knew they needed a domain that was simple, memorable, and truly international. With the help of Atom.com, they discovered a name that not only fit their vision, but also opened up new possibilities for growth.

“We searched by keyword and variations, looking for short, pronounceable, and memorable domains. We found a name possible to pronounce and write in many languages.” — Arno Teigseth, Toolbee founder

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Snapshot

• Domain: toolbee.com
• Industry: B2B Services
• B2B
• The Challenge: Outgrowing a localized name that limited international reach
• The Solution: Found a short, memorable, and pronounceable brand through Atom
• Notable Metrics: Brand relaunch planned for August 2025 with early signs of broader market potential

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Brand Story

Toolbee, formerly operating under the Norwegian name Fellesverktøy AS, is a B2B startup helping companies keep track of shared tools, vehicles, and other assets. Born out of frustration with asset mismanagement, the brand stands for connection, simplicity, and ease. With the business gaining traction, founder Arno Teigseth and his team set their sights on a more international future—starting with a more accessible name.

The Challenge

Like many early-stage startups, the company initially launched with a highly localized identity. “We were operating with a pretty much Norwegian name,” said Teigseth. While the product resonated locally, the brand name posed challenges for international recognition, pronunciation, and expansion.

They knew it was time for a change, but finding a name that was short, memorable, and available across multiple TLDs was no small feat.

“We were looking for core-value centered, memorable, international-friendly branding.” — Arno Teigseth, Toolbee founder

The Solution

Using Atom.com’s advanced search and filtering tools, the team explored domain names by keyword and variations, with a specific focus on short, internationally pronounceable, and memorable options. Our curated inventory made it easy to discover meaningful names that matched their values.

The name “Toolbee” stood out right away. “We like the flexibility of brand/reason-to-be and animal,” said Teigseth, highlighting the symbolic appeal of the hardworking bee and its alignment with the company’s mission. Adding the “-bee” also leaves room for future business ideas while keeping the name catchy and approachable.

“We found a name possible to pronounce and write in many languages.” — Arno Teigseth, Toolbee founder

The Results

The company’s rebrand is set to officially launch in August 2025, but the transformation is already paying off. Toolbee’s international-friendly name is laying the foundation for market expansion and increased brand clarity. Even before the relaunch, internal feedback and early partner discussions show stronger recognition and excitement around the new brand.

The team is confident this shift will unlock growth well beyond Norway.

Looking Ahead

Toolbee’s journey is just beginning—but the new name sets the tone for a wider market presence and product evolution. With an international brand identity now in place, the company is better positioned to reach customers fed up with the chaos of misplaced tools, no matter where they are in the world.

As Teigseth says, “Our first startup launched exactly as the Pandemic hit. But it’s moving in the right direction, so we wanted to expand the market.” Toolbee is ready—and Atom helped make that leap possible.

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